Evo Water Killer Dry Shampoo: A Marketing Plan

1. Situation AnalysisThe product selected for analysis is Evo Water Killer Dry Shampoo. Before developing a detailed marketing operational plan, it is of great necessity to firstly clarify the situation faced by the entire shampoo industry. In terms of the macro-environment for shampoo industry, the environmental and technological factors from PESTLE model are the two most influential ones for shampoo manufacturers. Known as a FMCG product with relatively low prices and stable market demand, shampoo business are less influential by political, economic, social and legal factors. In comparison, technological factor is important as the R&D expenditure on shampoo chemical composition or formula substantially determines its quality and functionality. On the other hand, environmental factor is crucial for its correspondence to the increasing embracement by consumers to environmentally friendly product. Survey Monkey (2015) found that 35% of consumers are very likely to spend more money on products that are better for the environment, and 56% of respondents are at least moderately willing to spend more for environmental contribution. Similar research evidence was also revealed by Environmental Leader (2013), highlighting an increasing consumer trend of welcoming the environmentally friendly product. Based on such market opportunity identified, the strength of Evo Water Killer Dry Shampoo such as the saving of time, labour and water consumption can be used to capture the market attention. Such strength is also a result of technological input and can be seen as a technological point of difference. The weakness of Evo Water Killer Dry Shampoo is however the low brand awareness in the market. This problem could be further deteriorating with the threat of fierce market competition by existing big brands such as Dove and Johnson.

(Source: Survey Monkey, 2015)

SWOT Analysis
Strength
Weakness
Saving of labour, time and water (Environmentally friendly)
Low brand awareness and demands for more market education
Opportunity
Threat
Increasing embracement and recognition of environment by consumers Fierce market competition by existing big brand rivals such as Dove and Johnson

2. Marketing GoalAs mentioned previously, low brand awareness is the major problem that needs to be tackled immediately. The marketing goal of Evo is therefore set as below: To increase the brand awareness by 10% in the next six months, measurable by brand recall or recognition test.

3. Marketing Strategy
Target CustomerEvo should primarily target the millennial, which refer to the younger generation born after 1980, due to their highest recognition of importance of environmental protection, indicated by NMI’s research result (2013). In the meantime, referring to Twenge and Campbell (2011), millennial as deeply influence by advanced technology, demonstrates their preference of convenient lifestyle, and are generally more open to new experience than others. Evo as a revolutionary, creative product, is very likely to be embraced by millennial. The millennial can be further divided into sub-segments such as IT lovers who spend considerably more time indoor, outdoor sport lovers who love outdoor activities and business people who travel more frequently than others.

Value PropositionWhile the purchasing decision of shampoo in general is a low-involvement one, it can escalate to a high-involvement one, when it comes to health implications, and benefits of saving on labour, natural resources and time consumption. Evo’s product is the best offering for IT lovers as it enables them to maximize their time utility in front of computers. These customers will be less bothered by hari washing in a traditional way. For those outdoor activity lovers, Evo’s product is easy to carry and would only require a hair dryer during the washing. Convenience is maximized during outdoor travels and it gives...

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...﻿. MarketingPlan (MP): Grading Criteria
Student Name:
TOTAL ASSESSMENT
/100 Marks /30 Marks = _____
Plan Section
Maximum mark
Awarded
Comments
Executive Summary
5
Market situation analysis, including trends and competitors and PESTLE
25
SWOT analysis
10
Objectives
10
Strategies
15
Action / tactics
15
Financial outcomes (profit and loss)
10
Monitoring, evaluation and control – including contingency plans
5
Communication / Referencing
5
TOTAL
100
ADDITIONAL COMMENTS
EXECUTIVE SUMMARY
While providing verities in product, company have to focus mainly on pricing. In India there are customers with variety of spending capacity on a particular product, but most of them will focus on economic mid range product. In Indian shampoo market there is huge scale of pricing as well as quality. While confirming final selling price of Himalaya shampoo, we have to consider the pricing of contenders. Because if we sell it on high price most of customers will not dare to try an expensive shampoo first time, they will choose their usual one. On other hand if we sell it on very low price, they will definitely think that this product is not good in quality & they should not buy it. For very good results, we have to maintain our...

...﻿
MARKETINGPLAN
FOR VVCA SERVICES
(BICYCLE COURIER BUSINESS)
PREPARED BY:
DELA PAZ, ISAIAH
BAGUHIN, SHERYL
CASTILLO, JEMUEL
SAPOLMO, NELIA
EXECUTIVE SUMMARY
VVCA Services is a bicycle-based courier service serving City of Makati attorneys and law firms. VVCA Services can transport documents and small parcels to clients, other law firms, as well as transport and file documents with the clerk of courts. Law firms will be the primary group of customers and the only one targeted. VVCA Services will also serve non-law-firm customers, but will not target this area of the market.
VVCA Services will offer reliability and industry insight to law firms enabling VVCA Services to provide superior service relative to the current service providers. Reliability is an important variable for service to law firms because firms have many court imposed time constraints put on them that are inflexible. By providing professional, reliable service, VVCA Services will be able to rapidly gain market share. Previous legal experience also provides VVCA Services with a competitive edge over the competition.
SITUATION ANALYSIS
VVCA Services is entering their first year of operation. In order to achieve the market penetration that is forecasted, marketing must become a dominant business activity. VVCA Services offers the legal community a reliable, professional, delivery service that can provide service of notice and document delivery to...

...﻿Assessment Evidence (a)
Assessment Evidence (a)
Reasons for choosing the product
Identification of marketing aims and objectives
Identification of market segmentation
Identification of target market
Reasons for choosing the product > >
WHITE PEARL toothpaste is one of the leading brands of toothpaste in UK. Our company has decided to import this type of product by judging the huge market demand which exists for this product in Bangladesh, (reference: assessment evidence b, secondary research/external sources of data/avg. sales of toothpaste in Bangladesh).
The growing number of awareness about dental care in Bangladesh is the main strength behind this kind of increasing market demand. We firmly believe that WHITE PEARL can be a successful brand in this region as well. Such firm believes came to us by the quality and standard maintained by the WHITE PEARL, they are very experienced producers of toothpaste and they always posses a comprehensive satisfaction from their active consumers.
All these made us to decide to import and market this popular branded toothpaste all the way from UK to serve the quality, for the people of Bangladesh.
Background of the product > >
History of WHITE PEARL
This WHITE PEARL toothpaste company was founded by Tom Chappell and by his wife Kate Chappell;...

...﻿Executive Summary
The following marketingplan forms the basis for introduction of an innovative new product by the Coca- Cola Company. The analysis allows us to outline the best strategies to follow for the achievement of the company’s strategic goals. “ Bubble Buzz” will be marketed as a unique functional drink while striving to reinforce the company’s status as the leader in innovation and successful product launches. The marketing strategies will enable to reach a market size of an estimated 8,688,300 people (targeted) with a forecasted sales growth prospect of 7.3% over the next 4 years ($243, 029.47 profits), while satisfying the needs of the still- unserved market for ready-to-drink bubble tea. Success will be reflected by a sizeable capture of market shares within this market leader in the functional drinks segment of soft drinks. Export potential will be considered in china.
1. Sales: The sales volume for the functional drinks segment in Canada has reached $342.2 millions in 2004 for a volume of 125.9 million liters. This product segment has shown a steady growth since 1999: an increase of 13.5% over a period of 6 years. The consumption rate per capita in 2004 has reached. 3.94 liters, which represents a 4.0% increase compared to 1999. The growth of this particular market is largely due to a slow shift in consumer trends.
2. Costs:
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Final Presentation
Principle of Marketing
(Developing a MarketingPlan of Coca–Cola, Pakistan)
Submitted by:
Saad shahzad (12046005005)
Muttayab khan (12046005035)
Usman Khalid (12046005006)
Submitted to:
Mr. Zeeshan shakuat
Class: BBA (H) Fall 2013
University of Management and Technology
Submission Date: 31st December 2013
Acknowledgement
First of all we will like to thank Almighty ALLAH who has blessed us with knowledge, understanding and ability to do the project.
This project is a dedication to our parents who have enabled us to stand on our own feet and have guided us in all matter of life.
We are also thankful to our teacher Mr. Zeeshan shakuat who has helped us in increasing our knowledge about marketing.
May ALLAH bless them Ameen.
O my Lord! Open for me my chest and ease my task for me , and loose the knot from my tongue that they may understand my speech. (Ta-Ha: 25-28)
The objective of this project is to overview the marketing strategies of Coca-Cola.
C o n t e n t s
Page
Executive Summary …………………………………………………………………………………………………………………………………….4
Introduction………………………………………………………………………………………………………………………………………………..4
Vision, Mission &amp; Values...................................................................................................................................5...

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Executive SummaryThe purpose of this report is to provide a marketingplan for Natio’s facial masks to enter skincare market in Beijing, China. First, China has the fastest cosmetic and skincare industry in the world. Natio is one of the fastest growing beauty brands in Australia. SWOT analysis indicated that although Natio has some entry barriers to enter Chinese market such as testing facial masks on animal, Chinese industry’s trend overview and market growth provide an opportunity for natio to make profit in the future. Second, females and males aged 25 to 35 are chosen for our target market. This target group has high disposable income and their lifestyle and behaviour suggests that they require premium and high quality products. Naito will suitable for them because of its natural ingredients offers more radiant skin and are not harmful to their skin. According to conceptual map, Natio will position itself as a niche to gain competitive advantage. Third, marketing objectives will be changed over time. For short term, 30 percent brand awareness will be achieved. 5 to 8 percent profit margins and 5 percent market share will be achieved in medium and long run, respectively. Fourth, market strategies will be developed, including product &amp; brand, service, price, distribution and promotional strategies. Joint venture will be used as entry mode to gain access to local knowledge effectively. Natio has to commit...